Lots of tv exposure for B&Bs, but growth in the sector stabilises
B&B Full of Love has put B&Bs firmly in the spotlight, but does not seem to inspire starting lodging businesses
- 11 July 2025
- 1 min
- Starting
With the start of the fifth season of 'B&B Vol Liefde', viewers are once again glued to the telly to watch Dutch B&B owners search for romance. But although B&B Vol Liefde has put B&Bs in the spotlight in abundance, the programme does not seem to be directly inspiring starting hospitality businesses. Since the launch of the programme in July 2021, the number of B&Bs in the KVK Business Register grew by 20%. In the five years before (2016-2021), there was a 79% increase.
In the third quarter of 2021, when the first season of B&B Vol Liefde was broadcast, there were 3,032 B&Bs registered in the KVK Business Register in the Netherlands. By Q3 2025, that number had risen to 3,634: an increase of 20%. In comparison, between Q3 2016 and Q3 2021, the number rose from 1,692 to 3,032 (+79%).
Growth mainly in rural provinces
Growth is occurring across the country, but the provinces of Groningen, Zeeland, and Gelderland stand out. In Noord-Holland, at least, the programme does not seem to have any effect on hospitality entrepreneurs. There, the increase in recent years was 0%, while in the five years before the programme started it was 49%.
Tips on starting a B&B
For entrepreneurs who own or want to start a B&B, the most important tips and rules can be found in the step-by-step plan on kvk.nl. And what exactly is a B&B? An owner of a bed & breakfast rents out one or more rooms in a house or in an outbuilding, such as a converted barn. Usually, breakfast is also provided for guests in the morning.
About the figures
For complete figures, email pers@kvk.nl. The figures are based on KVK registrations with SBI code 55201 (Letting of holiday homes and flats) combined with *b&b*, *benb*, *breakfast*, and *bnb*. The actual number may be higher. Source: KVK Business Register